PROCESS MANAGEMENT MODELS AND FUSION ORGANIZATION CULTURE

Radical new technologies like the Internet technology and multimedia, telecommunication technology, nanotechnology and new material technology form completely new economic reality in an evolutional way. Existing organizational structures, mainly in creative industry segment and high technologies, are not in the position of achieving maximal result. It is due to the strong traditional resource in fluence and classical managerial concepts. Finding out suitable organizational forms for acting in contemporary conditions is one of the biggest challenges of contemporary economy. Because of everything mentioned above, our team presents new organizational form called fusion organization. This organizational form is suitable for acting within creative industry and high technologies and for all the activities based on innovation and knowledge. Fusion organization enables maximally rational usage of alpha employees’ creative potentials as well as other resources like data base and informal network. Our research is based on relevant empirical research results presented in the literature, corporative practice, theoretical models comparison and categorial ideas synthesis. That theoretical effort resulted in new organizational structure formulation and new approach to human resources. In the process, we point out the importance of finding out, engaging and suitable managing of extra talented individuals. While doing so, suitable organizational structure should be articulated. The importance of hyper trust stands out and it is necessary to ensure the transparency of all the business processes. Gradual articulation of new economy demands the establishment of new organizational forms. A new structural form called fusion organization is suggested by our team. Also, essential elements of managerial model suitable for managing new organizational form mentioned above are pointed out. Polycentric power system, hyper trust, alpha and beta employees and hybrid model of managing intellectual property, knowledge in particular, are characteristic for this organizational model. It is also necessary to make all the processes and sub-processes and extremely important essential activities transparent and networked, integrating them within local, regional and global surrounding. In brief, development and the importance of managing processes will be analysed. The findings confirm that the fusion organizations are appropriate forms of action in the field of high technology and the creative industries. To prove the hypothesis scientific methods of analysis and synthesis, induction and deduction, and the comparative method were applied.